Open letter to BlackBerry bosses: Senior RIM exec tells all as company crumbles around him

There’s no question Research In Motion is in the midst of a major transitional period. The company is planning to launch a brand new product line based on a brand new operating system within the next 12 months, and even though the first device born out of RIM’s new QNX OS was impressive in some ways, it was incomplete. There still is a chance for RIM to deliver some really interesting competitive products, but time is quickly running out, as we have written time and time again. The thing is, RIM has always been a company controlled by two people — Jim Balsillie and Mike Lazaridis. For all the things that have worked, they have missed the boat countless times and we’re now seeing the results.

We have received an open letter to Mike and Jim from a high-level RIM employee (whose identity we have verified), and in an amazingly honest and passionate plea, this letter gives fascinating insights into what RIM must fix, and fast. RIM did not immediately respond to a request for comment. Read the open letter in its entirety after the break.

P.S. If you’re an employee of RIM and want to send us your thoughts and feelings on the company, you can send them to us via email or leave a comment below.

UPDATE: Following this post, RIM issued an official response to the letter below. The company’s full response can be viewed here.

UPDATE 2: BGR has exclusively published two additional letters from RIM employees. They can both be viewed here.

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To the RIM Senior Management Team:

I have lost confidence.

While I hide it at work, my passion has been sapped. I know I am not alone — the sentiment is widespread and it includes people within your own teams.

Mike and Jim, please take the time to really absorb and digest the content of this letter because it reflects the feeling across a huge percentage of your employee base. You have many smart employees, many that have great ideas for the future, but unfortunately the culture at RIM does not allow us to speak openly without having to worry about the career-limiting effects.

Before I get into the meat of the matter, I will say I am not part of a large group of bitter employees wishing to embarrass us. Rather, I believe these points need to be heard and I desperately want RIM to regain its position as a successful industry leader. Our carriers, distributors, alliance partners, enterprise customers, and our loyal end users all want the same thing… for BlackBerry to once again be leading the pack.

We are in the middle of major “transition” and things have never been more chaotic. Almost every project is falling further and further behind schedule at a time when we absolutely must deliver great, solid products on time. We urge you to make bold decisions about our organisational structure, about our culture and most importantly our products.

While we anxiously wait to see the details of the streamlining plan, here are some suggestions:

1) Focus on the End User experience

Let’s obsess about what is best for the end user. We often make product decisions based on strategic alignment, partner requests or even legal advice — the end user doesn’t care. We simply have to admit that Apple is nailing this and it is one of the reasons they have people lining up overnight at stores around the world, and products sold out for months. These people aren’t hypnotized zombies, they simply love beautifully designed products that are user centric and work how they are supposed to work. Android has a major weakness — it will always lack the simplicity and elegance that comes with end-to-end device software, middleware and hardware control. We really have a great opportunity to build something new and “uniquely BlackBerry” with the QNX platform.

Let’s start an internal innovation revival with teams focused on what users will love instead of chasing “feature parity” and feature differentiation for no good reason (Adobe Flash being a major example). When was the last time we pushed out a significant new experience or feature that wasn’t already on other platforms?

Rather than constantly mocking iPhone and Android, we should encourage key decision makers across the board to use these products as their primary device for a week or so at a time — yes, on Exchange! This way we can understand why our users are switching and get inspiration as to how we can build our next-gen products even better! It’s incomprehensible that our top software engineers and executives aren’t using or deeply familiar with our competitor’s products.

2) Recruit Senior SW Leaders & enable decision-making

I’m going to say what everyone is thinking… We need some heavy hitters at RIM when it comes to software management. Teams still aren’t talking together properly, no one is making or can make critical decisions, all the while everyone is working crazy hours and still far behind. We are demotivated. Just look at who our major competitors are: Apple, Google & Microsoft. These are three of the biggest and most talented software companies on the planet. Then take a look at our software leadership teams in terms of what they have delivered and their past experience prior to RIM… It says everything.

3) Cut projects to the bone.

There is a serious need to consolidate our focus to just a handful of projects. Period.

We need to be disciplined here. We can’t afford any more initiatives based on carrier requests to squeeze out slightly more volume. Again, back to point #1, focus on the end users. They are the ones making both consumer & enterprise purchase decisions.

Strategy is often in the things you decide not to do.

On that note, we simply must stop shipping incomplete products that aren’t ready for the end user. It is hurting our brand tremendously. It takes guts to not allow a product to launch that may be 90% ready with a quarter end in sight, but it will pay off in the long term.

Look at Apple in 1997 for tips here. I really want you to watch this video because it has never been more relevant. It is our friend Steve Jobs in 97 and it may as well be you speaking to RIM employees and partners today. https://www.youtube.com/watch?v=3LEXae1j6EY

4) Developers, not Carriers can now make or break us

We urgently need to invest like we never have before in becoming developer friendly. The return will be worth every cent. There is no polite way to say this, but it’s true — BlackBerry smartphone apps suck. Even PlayBook, with all its glorious power, looks like a Fisher Price toy with its Adobe AIR/Flash apps.

Developing for BlackBerry is painful, and despite what you’ve been told, things haven’t really changed that much since Jamie Murai’s letter. Our SDK / development platform is like a rundown 1990’s Ford Explorer. Then there’s Apple, which has a shiny new BMW M3… just such a pleasure to drive. Developers want and need quality tools.

If we create great tools, we will see great work. Offer shit tools and we shouldn’t be surprised when we see shit apps.

The truth is, no one in RIM dares to tell management how bad our tools still are. Even our closest dev partners do their best to say it politely, but they will never bite the hand that feeds them. The solution? Recruit serious talent, buy SDK/API specialist companies, throw a truckload of money at it… Let’s do whatever it takes, and quickly!

5) Need for serious marketing punch to create end user desire

25 million iPad users don’t care that it doesn’t have Flash or true multitasking, so why make that a focus in our campaigns? I’ll answer that for you: it’s because that’s all that differentiates our products and its lazy marketing. I’ve never seen someone buy product B because it has something product A doesn’t have. People buy product B because they want and lust after product B.

Also an important note regarding our marketing: a product’s technical superiority does not equal desire, and therefore sales… How many Linux laptops are getting sold? How did Betamax go? My mother wants an iPad and iPhone because it is simple and appeals to her. Powerful multitasking doesn’t.

BlackBerry Messenger has been our standout, yet we wasted our marketing on strange stories from a barber shop to a horse wrangler. I promise you, this did nothing to help us in the mind of the average consumer.

We need an inventive and engaging campaign that focuses on what we are about. People buy into a brand / product not just because of features, but because of what it stands for and what it delivers to them. People don’t buy “what you do,” people buy “why you do it.” Take 3 minutes to watch the this video starting from the 2min mark: http://youtu.be/qp0HIF3SfI4

6) No Accountability – Canadians are too nice

RIM has a lot of people who underperform but still stay in their roles. No one is accountable. Where is the guy responsible for the 9530 software? Still with us, still running some important software initiative. We will never achieve excellence with this culture. Just because someone may have been a loyal RIM employee for 7 years, it doesn’t mean they are the best Manager / Director / VP for that role. It’s time to change the culture to deliver or move on and get out. We have far too many people in critical roles that fit this description. I can hear the cheers of my fellow employees now.

7) The press and analysts are pissing you off. Don’t snap. Now is the time for humility with a dash of paranoia.

The public’s questions about dual-CEOs are warranted. The partnership is not broken, but on the ground level, it is not efficient. Maybe we need our Eric Schmidt reign period.

Yes, four years ago we beat Microsoft when everyone said Windows Mobile with Direct Push in Exchange would kill us. It didn’t… in fact we grew stronger.

However, overconfidence clouds good decision-making. We missed not boldly reacting to the threat of iPhone when we saw it in January over four years ago. We laughed and said they are trying to put a computer on a phone, that it won’t work. We should have made the QNX-like transition then. We are now 3-4 years too late. That is the painful truth… it was a major strategic oversight and we know who is responsible.

Jim, in referring to our current transition recently said: “No other technology company other than Apple has successfully transitioned their platform. It’s almost never done, and it’s way harder than you realize. This transition is where tech companies go to die.”

To avoid this death, perhaps it is time to seriously consider a new, fresh thinking, experienced CEO. There is no shame in no longer being a CEO. Mike, you could focus on innovation. Jim, you could focus on our carriers/customers… They are our lifeblood.

8) Democratise. Engage and interact with your employees — please!

Reach out to all employees asking them on how we can make RIM better. Encourage input from ground-level teams—without repercussions—to seek out honest feedback and really absorb it.

Lastly, we’re all reading the news and many are extremely nervous, especially when we see people get fired. We need an injection of confidence: share your strategy and ask us for support. The headhunters have already started circling and we are at risk of losing our best people.

Now would be a great time to internally re-brand and re-energize the workplace. For example, rename the company to just “BlackBerry” to signify our new focus on one QNX product line. We should also address issues surrounding making RIM an enjoyable workplace. Some of our offices feel like Soviet-era government workplaces.

The timing is perfect to seriously evaluate at our position and make these major changes. We can do it!

I had to take out my Evelyn Woods’ glasses for that one. In short, the open letter is an example of what happens in a closed eco system: failure. It also lends creedance to a few important facts: end users should be the most important factor when developing and designing a product or brand, mismanagement is a Global virus, unaccountability is the corporate way and, ego is err.

Adieu R.I.M.

http://pulse.yahoo.com/_JNKVTT7PJMXPYP2GVCIERBQQCU Andrew

Has nothing to do with a closed eco system. It’s about RIM’s top executive losing touch with the market and being to slow to reactive to change.

http://emuneee.com Evan

The crazy part is, is that all his points are SO obvious. It blows my mind that leadership in tech companies can be so out of touch with their market.

Roly Gomez Puelles

“BlackBerry smartphone apps suck. Even PlayBook, with all its glorious power, looks like a Fisher Price toy with its Adobe AIR/Flash apps” lma0o0o0 i cant stop laughing at this..though is true..i as a blackberry owner am embarrassed for my device compared to others…example Android, iOS….RIM MAKE AN EFFING MOVE ALREADY…Bold 9900 nowwww…..i wanna sit next to iOS and Android devices and make em look like sh*t…..as loyal as a i am with my 5th generation Blackberry is sad to say my patience is getting thinner…and somehow i wake up every morning and choose wether i should jump on that Android boat…cuz it seems like they are getting things done ..that HTC Sensation isnt bad at all….. RIM i still got faith in you..just get it done????

http://twitter.com/nickdube Nicholas Dubé

Great letter, I agree with every point. I hope they listen – because they are running out of second chances

Anonymous

“A RIM employee”

For all we know, it could be anyone. And this is what I dislike about letters like this.

If you’re REALLY serious…you’ll sign your name on it! Be your own man. Stand 10 toes tall! I spoke to mayor of a city before. He flat out said that those who show their faces and state their names get top priority. Those who call but just say their first name or write letters like these…”we get around to it”. That’s real life!!!!

How do you think RIM’s top brass is going to treat this?!?!? For all they know, some 15 year old with good literacy and grammar could have typed it out…

http://pulse.yahoo.com/_47XHGLZVO6IUYLMWVUYFVN5LQU Dr No

Yeah, “be your own man”…get fired from your own job. Brilliant move, smart guy. I bet you wouldn’t have the stones to do it if you were in the same spot.

Don

Is strongpimphand your first or last name?

Slash182

Hope he enjoyed his last day at work…

Princess

BRAVO (standing ovation)
Well written, knowledgeable, and heart felt
This person should be DIRECTOR of MARKETING/SALES

Anonymous

I have never heard truer words. mobile marketing, brand naming the company as just Blackberry, all these things are true. No shame in copying apple’s suit as the saying goes great artists steal. If I lie look at the notification system in iOS5 familiar init?

Bob Motown

I wonder how long it took Jonathan to type this letter up? Anything to compete with Engadget.

http://pulse.yahoo.com/_47XHGLZVO6IUYLMWVUYFVN5LQU Dr No

Aww…truth hurts, little RIMjobber?

Basil Al-Dajane

I had worked at RIM for 4 months as an intern over a year ago, and I must say, this VP has put it lightly what’s wrong with RIM. I completely agree with every he said, and has assured me that there is at least 1 VP that isn’t delusional about where RIM stands. Personally, I think a good replacement for the current CEOs should be him.

Spocket

Sounds like a fake letter to me.

http://pulse.yahoo.com/_47XHGLZVO6IUYLMWVUYFVN5LQU Dr No

Moronic opinion. Try to keep those to yourself next time.

Guest

How about you STFU and change your offensive avatar icon?

Applesucksfatties

No way.. Dr. No Brains wants you to see the finger he has had up his a$$ the whole time for RIM.

Anonymous

Great letter. Hope it gets the point across. Rim is a good company. It waiuld be sad to see them fail.

HorseWithNoName

I’d agree with contents of this letter, seems like RIM/Blackberry is always a day late and a dollar short on bringing updated/new technology forward vs. their competitors (which seem to be leaving RIM/Blackberry in the dust).

you can do it!!

And where’s the person that designed the Tour 9630 track ball! It’s a good letter and RIM needs to pull it together!

adams

As a fan of RIM, even with only owning one BB, it is sad to say this is true. I love my phone but they need to get their ass in gear. They have done nothing to turn it around and you can tell they are out of touch with reality.

I hope this lights a match under their ass and they move forward. Maybe this will help shareholders in their fight to oust the management.

http://emmeff.myopenid.com/ EmmEff

Well said! However I’m afraid given the past air of arrogance of the co-CEOs, it will fall on deaf ears.

I know little of the internal organization of RIM, however many of his points are exactly those I had as one standing on the outside looking in.

The same letter could be written to any number of software companies as well…

http://twitter.com/DoubleONegative Nerdherder

WOW and OUCH. This person should be CEO and STAT!

http://profiles.google.com/jonsarik Jonathan Sarkarati

My experience and understanding with corporate culture tells me this poor guy will be hunted and rooted out. Most upper management execs would rather have their employees behave while they siphon as much cash from a dying company as possible before using their network to jump ship and start again elsewhere. They really don’t care for the average employee.

JamesT337

Glad to see RIM is doing so poorly. Hopefully, the stock will go down even further from here prompting the company to do additional downsizing and layoffs.

Guest

are you shorting its stocks? if so you might be in violation of security laws.

http://twitter.com/dustbeta Dustin Schultz

Well, I have been a BB user for 7 years or so. But this Fall I will be going Nokia Windows Phone. The thing that really ended any thought of getting a new BB is the product quality of their devices. I had been very happy over the years… until the BB Tour.

The way the Tour built, without a working trackball, quite a few non-working GPS receivers, etc… makes me question their ability to make a working device going forward. I am on my 5th Tour right, 3 with bad trackballs and one with a bad GPS receiver. And I had to fight with them and Sprint for months and months getting replacements. Was the biggest mobile nightmare I have dealt with since getting a mobile phone.

No special offers to upgrade to the fixed version of the Tour which came out shortly afterwards and renamed the Bold. Notice how the Tour name was killed off immediately, they didn’t want any device in the future associated with that kind of poor quality.

http://twitter.com/MikeWewerka Mike Wewerka

Dustin, I don’t mean to hate here, but going from BlackBerry to a Nokia Window’s Phone is like going jumping ship from the Titantic to the Lusitania (for those who don’t know, they both sank). You’d be better off with an Android or iPhone in all honesty. RIM has one foot in the grave and Nokia is standing behind them waiting their turn.

Guest

The real picture is more like…RIM has one foot in the grave and trying to step out, Nokia has both feet in the grave and trying to step out. iOS and Android are quite far away from the grave but Android definitely is standing further.

Mandi984

What a great letter, I really hope Jim and Mike read this and take it seriously before it’s too late. As a former Nortel employee I understand where this person is coming from.
Good luck to this RIM employee and his/her coworkers

WakeUpRim

We urgently need to invest like we never have before in becoming developer friendly. The return will be worth every cent. There is no polite way to say this, but it’s true — BlackBerry smartphone apps suck. Even PlayBook, with all its glorious power, looks like a Fisher Price toy with its Adobe AIR/Flash apps.

I lol-ed and wholeheartedly agree with this part

Anonymous

Wow, someone should hire this guy away. I think it’s too late for RIM, but someone like MS might still be able to benefit from someone willing to turn things around.

Peter

Wow. Sad to read all that. I love my Blackberry, but everytime a new IPhone comes out, I do a lot of soul searching.